I always like practical articles, real world, stuff that works.  This is too good not to share.

Using the “Landing Page” to get your way.

As interactive marketing develops, we are increasingly going beyond the home page and the rest of the corporate website. Topical microsites, optimised for SEO or SEM, or simply for special purposes ( temporary or permanent) get added to the portfolio regularly.  The object is to drive specially targeted traffic to these “Landing pages” towards a “conversion” be that a purchase, registration, download, whatever.  These are often key to generating the metrics to review the success of a campaign.

So, knock one up for me!  No, wait, not like that!

Landing pages often bring a clash between Interactive user interface designers and marketing departments.

Some marketers don’t realise the complexity of the full functionality;

-technical for monitor, platform and font variations, optimisation and

-strategically, for structure, including identification,  hierarchy of message and navigation.

Likewise, some interactive designers get so close to their technical and strategic direction, that they miss the big picture;

- The ‘step back’ perspective of fresh eyes

- The proper reinforcement brand values and image.

- The complete marketing plan and objectives.

This is a great resource for both, hopefully to broaden your horizons, or crystallise your thinking, from Visual Website Optimizer Blog:

Landing Page Optimization tips: analysis of 50+ sites to find out what increases sales and conversions « I love split testing

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